Barack Obama was elected President in 2008 through an effective marketing campaign that utilized both online and offline channels. His campaign website, My.BarackObama.com, engaged supporters by allowing them to organize events, fundraise, write blogs, and volunteer. Obama had over 1 million Facebook fans and over 100,000 Twitter followers. His campaign spent millions on online advertising, search, social networks, and created an iPhone app. Through grassroots organizing, social media, and targeting key demographics like young voters, Obama was able to win the Democratic nomination and general election against John McCain, making history as the first African American President.
CASE STUDY OF EFFECTIVENESS - THE BARACK OBAMA CAMPAIGNComDez
This case study is built from extensive interviews Digital Strategy held with the Obama campaign team – for more information including detailed interviews and our analysis on the communication content and messaging strategy
Barack Obama ran an innovative and highly effective digital campaign that helped propel him to the presidency in 2008. His campaign made extensive use of social media platforms like Facebook and YouTube to engage supporters and spread his message. Obama had millions more online supporters and video views than his opponent John McCain. Obama also built sophisticated grassroots organizing tools on his website that allowed supporters to easily volunteer, plan events, donate, and mobilize their networks. This digital strategy was a major factor in Obama's success and transformed political campaigning.
The document provides details on Barack Obama's highly successful 2008 presidential campaign, which made innovative use of online and social media strategies to energize young voters, spread messages of hope and change, and raise record amounts of campaign funds from small donations. Key tactics included the My.BarackObama.com platform for grassroots organizing, strong presences on Facebook, YouTube, and Twitter, targeted email and text messaging programs, and online advertising. These digital efforts helped Obama attract hundreds of millions more online video views and social media followers than his opponent John McCain.
President Barack Obama Smart Branding, & Social Mediamhart007
The document summarizes the marketing campaign of Barack Obama during his successful 2008 US presidential run. It describes how Obama utilized new technologies and social media to engage supporters, raise funds, target voters, and ultimately help him win the election. Specifically, it highlights Obama's use of websites, social networks, online video, email, texting, and grassroots organizing to build enthusiasm, spread his message of change, and mobilize record numbers of new and younger voters.
The document summarizes the marketing strategies and tactics used in Barack Obama's successful 2008 presidential campaign, which focused heavily on online engagement and grassroots organizing. Key elements included the campaign website My.BarackObama.com, which allowed supporters to self-organize; extensive use of social media platforms like Facebook, YouTube, and Twitter; and innovative digital advertising techniques. The campaign was also notable for raising large sums of money primarily from small donors online. These Internet-focused approaches helped Obama energize his base and ultimately win the election.
Barack Hussein Obama: 44th & current President of the United States
Born: August 4, 1961; Honolulu, Hawaii
First African American to hold office
Education: Graduate of Columbia University and Harvard Law School
Worked as: Civil rights attorney
Junior United States Senator from Iiinois
2009 Nobel Peace Prize laureate
The is the extended case study of the Barack Obama campaign.
This presentation was done by Igor Beuker, to 150 marketers at the SRM Guru meeting 2009 in Amsterdam.
The session lasted 2 hours and the audience was excited and inspired by Obama’s great “brand interaction strategy”. Download the presentation for the slide notes with Igor's story.
All research was done by Paul van Veenendaal, who used over 250 different sources to create this huge slide deck.
If you are inspired by this story, you will probably also like our blog: http://www.ViralBlog.com
All credits go to Barack Obama and his campaign team. Barack Obama, marketer of the year!
CASE STUDY OF EFFECTIVENESS - THE BARACK OBAMA CAMPAIGNComDez
This case study is built from extensive interviews Digital Strategy held with the Obama campaign team – for more information including detailed interviews and our analysis on the communication content and messaging strategy
Barack Obama ran an innovative and highly effective digital campaign that helped propel him to the presidency in 2008. His campaign made extensive use of social media platforms like Facebook and YouTube to engage supporters and spread his message. Obama had millions more online supporters and video views than his opponent John McCain. Obama also built sophisticated grassroots organizing tools on his website that allowed supporters to easily volunteer, plan events, donate, and mobilize their networks. This digital strategy was a major factor in Obama's success and transformed political campaigning.
The document provides details on Barack Obama's highly successful 2008 presidential campaign, which made innovative use of online and social media strategies to energize young voters, spread messages of hope and change, and raise record amounts of campaign funds from small donations. Key tactics included the My.BarackObama.com platform for grassroots organizing, strong presences on Facebook, YouTube, and Twitter, targeted email and text messaging programs, and online advertising. These digital efforts helped Obama attract hundreds of millions more online video views and social media followers than his opponent John McCain.
President Barack Obama Smart Branding, & Social Mediamhart007
The document summarizes the marketing campaign of Barack Obama during his successful 2008 US presidential run. It describes how Obama utilized new technologies and social media to engage supporters, raise funds, target voters, and ultimately help him win the election. Specifically, it highlights Obama's use of websites, social networks, online video, email, texting, and grassroots organizing to build enthusiasm, spread his message of change, and mobilize record numbers of new and younger voters.
The document summarizes the marketing strategies and tactics used in Barack Obama's successful 2008 presidential campaign, which focused heavily on online engagement and grassroots organizing. Key elements included the campaign website My.BarackObama.com, which allowed supporters to self-organize; extensive use of social media platforms like Facebook, YouTube, and Twitter; and innovative digital advertising techniques. The campaign was also notable for raising large sums of money primarily from small donors online. These Internet-focused approaches helped Obama energize his base and ultimately win the election.
Barack Hussein Obama: 44th & current President of the United States
Born: August 4, 1961; Honolulu, Hawaii
First African American to hold office
Education: Graduate of Columbia University and Harvard Law School
Worked as: Civil rights attorney
Junior United States Senator from Iiinois
2009 Nobel Peace Prize laureate
The is the extended case study of the Barack Obama campaign.
This presentation was done by Igor Beuker, to 150 marketers at the SRM Guru meeting 2009 in Amsterdam.
The session lasted 2 hours and the audience was excited and inspired by Obama’s great “brand interaction strategy”. Download the presentation for the slide notes with Igor's story.
All research was done by Paul van Veenendaal, who used over 250 different sources to create this huge slide deck.
If you are inspired by this story, you will probably also like our blog: http://www.ViralBlog.com
All credits go to Barack Obama and his campaign team. Barack Obama, marketer of the year!
David Plouffe's Presentation on the Barack Obama campaignwdqweq
This document summarizes polling data and fundraising numbers that show Barack Obama with strong leads over John McCain in key demographics and states. It notes Obama's support from women, Hispanics, and independents, as well as his leads in traditional swing states and some red states. It also highlights Obama's grassroots fundraising advantage over McCain in terms of donors, volunteers, and email subscribers.
The document summarizes Barack Obama's 2008 presidential campaign. It discusses his victories in early primaries over Hillary Clinton, his selection of Joe Biden as his running mate, and the party platform focused on the economy, leadership, and democracy. It also provides details on Obama's fundraising, focus on swing states in the general election debates against John McCain, and his ultimate electoral college victory over McCain in the 2008 presidential election.
The document provides a case study on Barack Obama's successful 2008 presidential campaign, which made extensive use of digital marketing and social media. Key aspects included building communities of supporters on the campaign website My.BarackObama.com and 15 social media platforms. The campaign had over 15 million total followers across platforms and raised over $630 million. It focused on listening to supporters, empowering grassroots organizing and storytelling, rather than just relying on technology. This community-driven approach was crucial to Obama's victory over more traditional campaign methods.
Social media for political campaign in IndiaRavi Tondak
The document discusses the importance of social media in political campaigns. It notes that social media has become an essential tool for political parties and candidates to communicate with voters, especially youth voters. It provides statistics on user bases for platforms like Facebook, Twitter, and Google+ and examines how different political parties in India, like the BJP, Congress, and AAP, utilize these and other social media platforms in their campaigns.
Art of Winning Election | How to make successful Political CampaignShibam Sarbswa 🚀
The document outlines key steps for a successful political campaign:
1) Identify candidate strengths such as credibility, honesty, and vision.
2) Connect emotionally with voters by relating candidate qualities to key issues.
3) Develop a memorable campaign theme that influences decision making.
4) Engage with voters through social media and public meetings to understand issues.
5) Collect voter data to identify major concerns and increase voter support.
Michigan is expected to vote Democratic in the upcoming election based on 3 key factors: 1) Unemployment has decreased under Obama from 10.6% to 9.3% giving him an advantage, 2) Unions like the UAW that typically support Democrats are influential in Michigan, 3) Past elections show Michigan has favored Democratic nominees, with Obama winning 60.8% in 2008. Recent polls also show Obama with a 6 point lead over Romney in Michigan.
Monroe County Autism Foundation Campaign PresentationSkylar Whitney
This document provides a situation analysis and communications plan recommendation for the Monroe County Autism Foundation (MCAF). It analyzes MCAF's history, goals, competitors, reputation, current communications tools/strategies, audiences, and social media presence. The key findings are that MCAF lacks a strong online presence and brand recognition. The document then outlines a three-month public relations campaign to launch on June 1st. The campaign aims to increase MCAF's visibility and awareness among key audiences through expanding their social media presence, creating a monthly newsletter, redesigning brochures, and purchasing radio advertisements.
L2 is a think tank that analyzes the digital competence of United States Senators. It conducted a study ranking all 100 Senators based on their presence and engagement across social media platforms like Facebook, Twitter, YouTube, and blogs. The top ranked Senator was John McCain with a "Digital IQ" score of 156, followed closely by Jim DeMint and Scott Brown. In general, Republican Senators tended to rank higher than Democratic Senators in digital competence. The study aims to provide a benchmark for Senators to improve their online outreach and constituent engagement.
This document provides guidance for political leaders on using social media and online presence strategically. It recommends first understanding how constituents receive information online and through their networks. It then advises analyzing who the influential voices are in different communities and regions. Finally, it suggests engaging audiences where they are online, leveraging one's network, and presenting endorsements to build credibility and favorable press. The overall message is for political leaders to thoughtfully consider their online brand and how to connect with constituents through social media.
This document provides biographies for delegates, moderators, speakers, panelists, hosts, and sponsors attending the Youth Movements Summit from 3-5 December 2008 in New York City. It introduces organizations and individuals involved in online activism and social movements related to issues like human rights, democracy, peace, and social justice. Key figures mentioned include Oscar Morales of Million Voices Against FARC, Andrew Burnette of Save Darfur Coalition, Ceren Kenar of Genç Siviller, Chris Sarette of Invisible Children, Elias Kurí of Illuminemos Mexico, and Elie Awad of Youth for Tolerance.
The NewGov utility for managing politicsBritt Blaser
This document provides an overview of the NewGov social networking platform for civic engagement. It describes how the platform allows users to organize into groups based on political jurisdictions or issues to collaborate with and advise elected representatives. It notes that the platform verifies users' addresses using credit card information to prove they are constituents, while maintaining anonymity. The document promotes how the platform gives users influence over policy and the ability to get elected or advance careers through civic participation and networking on the site.
Increasing Voter Knowledge with Pre-Election Interventions on FacebookMIT GOV/LAB
As part of our Data Science to Solve Social Problems series, Facebook Data Scientist Winter Mason presented on efforts to increase online civic engagement.
This document discusses how political campaigns have increasingly utilized social media platforms like Facebook, Twitter, and custom polling applications. It provides examples of how Barack Obama successfully engaged voters through social media in his 2008 and 2012 presidential campaigns. His campaigns emphasized voter inclusion, real-time conversation, and grassroots organizing online at little cost. Looking forward, the document discusses new trends like using Twitter to influence political debates and the rise of platforms like Americans Elect that aim to nominate nonpartisan presidential candidates through online voter input.
This document discusses action learning and informed civic action. It provides examples of actions students can take to become more informed and engaged in the political process, such as organizing voter registration drives, holding debates on political issues, creating informational materials about candidates, and contacting elected officials. The document emphasizes that taking action based on knowledge and understanding of issues, rather than just having knowledge, is the most impactful form of learning. It also provides guidance on setting goals, developing action plans, and evaluating the outcomes of civic actions.
Using technology to engage with government, or "civic tech" is a movement of people in dialogue with their governments and each other to solve complex social problems. As technology tools have become more advanced and social media more accepted, more civic technology companies have appeared and are flourishing. Join us on Election Day (of course) for an online webinar for a panel discussion of founders of some of the up and coming new companies that are focusing on this important new tech sector, including:
Areti Kampyli, Cliqstart
Rani Yadav-Ranjan, 4PIA, Inc.
Bart Myers, Countable
Andrew Moriarty, FWD.us
PHP Marketing/PR Review discusses strategies to increase awareness of PHP including developing a new tagline and elevator pitch, creating a press kit, targeting media and professional organizations, highlighting key programs, and using online fundraising and social media platforms. The document provides examples of successful nonprofit marketing using social media and recommends attending nonprofit technology conferences.
1) Barack Obama's 2008 presidential campaign pioneered the use of social media like Facebook, Twitter, and YouTube to raise funds, organize supporters, and communicate their message.
2) The campaign integrated digital strategies throughout every aspect of the campaign, from fundraising to organizing local groups in all 50 states.
3) Key to the campaign's success was treating digital tools as a means for supporters to self-organize rather than gimmicks, and having digital strategists with real power within the campaign organization.
El documento habla sobre el encuadre de Monterrey. Brevemente describe que Monterrey es la capital del estado de Nuevo León, ubicado en el norte de México. Además, es una importante ciudad industrial y comercial del país.
Este documento presenta una guía sobre el desarrollo de un plan de contenidos para redes sociales. Explica los 10 pasos clave para crear un plan efectivo, que incluyen definir objetivos, metas, público objetivo, estrategias de contenido, canales, calendario editorial, métricas y medición de resultados. También incluye ejemplos y recomendaciones para cada paso del proceso de planificación y gestión de contenidos en redes sociales.
David Plouffe's Presentation on the Barack Obama campaignwdqweq
This document summarizes polling data and fundraising numbers that show Barack Obama with strong leads over John McCain in key demographics and states. It notes Obama's support from women, Hispanics, and independents, as well as his leads in traditional swing states and some red states. It also highlights Obama's grassroots fundraising advantage over McCain in terms of donors, volunteers, and email subscribers.
The document summarizes Barack Obama's 2008 presidential campaign. It discusses his victories in early primaries over Hillary Clinton, his selection of Joe Biden as his running mate, and the party platform focused on the economy, leadership, and democracy. It also provides details on Obama's fundraising, focus on swing states in the general election debates against John McCain, and his ultimate electoral college victory over McCain in the 2008 presidential election.
The document provides a case study on Barack Obama's successful 2008 presidential campaign, which made extensive use of digital marketing and social media. Key aspects included building communities of supporters on the campaign website My.BarackObama.com and 15 social media platforms. The campaign had over 15 million total followers across platforms and raised over $630 million. It focused on listening to supporters, empowering grassroots organizing and storytelling, rather than just relying on technology. This community-driven approach was crucial to Obama's victory over more traditional campaign methods.
Social media for political campaign in IndiaRavi Tondak
The document discusses the importance of social media in political campaigns. It notes that social media has become an essential tool for political parties and candidates to communicate with voters, especially youth voters. It provides statistics on user bases for platforms like Facebook, Twitter, and Google+ and examines how different political parties in India, like the BJP, Congress, and AAP, utilize these and other social media platforms in their campaigns.
Art of Winning Election | How to make successful Political CampaignShibam Sarbswa 🚀
The document outlines key steps for a successful political campaign:
1) Identify candidate strengths such as credibility, honesty, and vision.
2) Connect emotionally with voters by relating candidate qualities to key issues.
3) Develop a memorable campaign theme that influences decision making.
4) Engage with voters through social media and public meetings to understand issues.
5) Collect voter data to identify major concerns and increase voter support.
Michigan is expected to vote Democratic in the upcoming election based on 3 key factors: 1) Unemployment has decreased under Obama from 10.6% to 9.3% giving him an advantage, 2) Unions like the UAW that typically support Democrats are influential in Michigan, 3) Past elections show Michigan has favored Democratic nominees, with Obama winning 60.8% in 2008. Recent polls also show Obama with a 6 point lead over Romney in Michigan.
Monroe County Autism Foundation Campaign PresentationSkylar Whitney
This document provides a situation analysis and communications plan recommendation for the Monroe County Autism Foundation (MCAF). It analyzes MCAF's history, goals, competitors, reputation, current communications tools/strategies, audiences, and social media presence. The key findings are that MCAF lacks a strong online presence and brand recognition. The document then outlines a three-month public relations campaign to launch on June 1st. The campaign aims to increase MCAF's visibility and awareness among key audiences through expanding their social media presence, creating a monthly newsletter, redesigning brochures, and purchasing radio advertisements.
L2 is a think tank that analyzes the digital competence of United States Senators. It conducted a study ranking all 100 Senators based on their presence and engagement across social media platforms like Facebook, Twitter, YouTube, and blogs. The top ranked Senator was John McCain with a "Digital IQ" score of 156, followed closely by Jim DeMint and Scott Brown. In general, Republican Senators tended to rank higher than Democratic Senators in digital competence. The study aims to provide a benchmark for Senators to improve their online outreach and constituent engagement.
This document provides guidance for political leaders on using social media and online presence strategically. It recommends first understanding how constituents receive information online and through their networks. It then advises analyzing who the influential voices are in different communities and regions. Finally, it suggests engaging audiences where they are online, leveraging one's network, and presenting endorsements to build credibility and favorable press. The overall message is for political leaders to thoughtfully consider their online brand and how to connect with constituents through social media.
This document provides biographies for delegates, moderators, speakers, panelists, hosts, and sponsors attending the Youth Movements Summit from 3-5 December 2008 in New York City. It introduces organizations and individuals involved in online activism and social movements related to issues like human rights, democracy, peace, and social justice. Key figures mentioned include Oscar Morales of Million Voices Against FARC, Andrew Burnette of Save Darfur Coalition, Ceren Kenar of Genç Siviller, Chris Sarette of Invisible Children, Elias Kurí of Illuminemos Mexico, and Elie Awad of Youth for Tolerance.
The NewGov utility for managing politicsBritt Blaser
This document provides an overview of the NewGov social networking platform for civic engagement. It describes how the platform allows users to organize into groups based on political jurisdictions or issues to collaborate with and advise elected representatives. It notes that the platform verifies users' addresses using credit card information to prove they are constituents, while maintaining anonymity. The document promotes how the platform gives users influence over policy and the ability to get elected or advance careers through civic participation and networking on the site.
Increasing Voter Knowledge with Pre-Election Interventions on FacebookMIT GOV/LAB
As part of our Data Science to Solve Social Problems series, Facebook Data Scientist Winter Mason presented on efforts to increase online civic engagement.
This document discusses how political campaigns have increasingly utilized social media platforms like Facebook, Twitter, and custom polling applications. It provides examples of how Barack Obama successfully engaged voters through social media in his 2008 and 2012 presidential campaigns. His campaigns emphasized voter inclusion, real-time conversation, and grassroots organizing online at little cost. Looking forward, the document discusses new trends like using Twitter to influence political debates and the rise of platforms like Americans Elect that aim to nominate nonpartisan presidential candidates through online voter input.
This document discusses action learning and informed civic action. It provides examples of actions students can take to become more informed and engaged in the political process, such as organizing voter registration drives, holding debates on political issues, creating informational materials about candidates, and contacting elected officials. The document emphasizes that taking action based on knowledge and understanding of issues, rather than just having knowledge, is the most impactful form of learning. It also provides guidance on setting goals, developing action plans, and evaluating the outcomes of civic actions.
Using technology to engage with government, or "civic tech" is a movement of people in dialogue with their governments and each other to solve complex social problems. As technology tools have become more advanced and social media more accepted, more civic technology companies have appeared and are flourishing. Join us on Election Day (of course) for an online webinar for a panel discussion of founders of some of the up and coming new companies that are focusing on this important new tech sector, including:
Areti Kampyli, Cliqstart
Rani Yadav-Ranjan, 4PIA, Inc.
Bart Myers, Countable
Andrew Moriarty, FWD.us
PHP Marketing/PR Review discusses strategies to increase awareness of PHP including developing a new tagline and elevator pitch, creating a press kit, targeting media and professional organizations, highlighting key programs, and using online fundraising and social media platforms. The document provides examples of successful nonprofit marketing using social media and recommends attending nonprofit technology conferences.
1) Barack Obama's 2008 presidential campaign pioneered the use of social media like Facebook, Twitter, and YouTube to raise funds, organize supporters, and communicate their message.
2) The campaign integrated digital strategies throughout every aspect of the campaign, from fundraising to organizing local groups in all 50 states.
3) Key to the campaign's success was treating digital tools as a means for supporters to self-organize rather than gimmicks, and having digital strategists with real power within the campaign organization.
El documento habla sobre el encuadre de Monterrey. Brevemente describe que Monterrey es la capital del estado de Nuevo León, ubicado en el norte de México. Además, es una importante ciudad industrial y comercial del país.
Este documento presenta una guía sobre el desarrollo de un plan de contenidos para redes sociales. Explica los 10 pasos clave para crear un plan efectivo, que incluyen definir objetivos, metas, público objetivo, estrategias de contenido, canales, calendario editorial, métricas y medición de resultados. También incluye ejemplos y recomendaciones para cada paso del proceso de planificación y gestión de contenidos en redes sociales.
Este documento habla sobre el marketing digital como parte de un plan de marketing, con un enfoque en la medición y posicionamiento web a través de SEO y SEM. Brevemente describe algunos conceptos clave como SEO, SEM y cómo funcionan los buscadores, así como la importancia de optimizar el sitio web para mejorar el posicionamiento orgánico.
El documento habla sobre la comunicación de marcas e innovación en el retail. Repite varias veces el título "Comunicación de Marcas Innovando en el retail" y la firma de Moises Cielak, Ph.D. Sin embargo, no proporciona más detalles sobre el contenido.
Este documento proporciona información sobre una empresa y sus objetivos de marketing y negocio para guiar el desarrollo de un nuevo proyecto interactivo. Detalla la descripción de la marca, el mercado objetivo, los objetivos del proyecto, consideraciones de diseño y presupuesto.
Credenciales de la Academia de Influencia DigitalMoises Cielak
A continuación les presentamos nuestras credenciales para atender todas sus necesidades de comunicación digital y social media. Moises Cielak, Ph.D. - Socio Director
El documento presenta un plan de 10 pasos para crear y ejecutar un plan de contenidos para redes sociales. Los pasos incluyen definir objetivos, metas y público objetivo, determinar los tipos de contenido y canales, crear un calendario editorial, medir métricas y repetir el proceso para mejorar continuamente. El plan busca aumentar el tráfico, seguidores y leads a través de contenidos estratégicos y optimizados para cada plataforma.
El documento describe el proceso de diseño de pensamiento (design thinking). Explica que el diseño de pensamiento implica pensar como un diseñador para transformar la manera en que se desarrollan productos, servicios y estrategias. Luego describe las cinco etapas clave del proceso de diseño de pensamiento: Entender, Observar, Definir, Idear y Prototipar/Testear. El objetivo general es comprender las necesidades de los usuarios y desarrollar soluciones innovadoras de manera colaborativa y centrada en los humanos.
The document summarizes the marketing strategies and tactics used in Barack Obama's successful 2008 presidential campaign. Key aspects included developing an inspiring brand focused on hope and change, extensive grassroots organizing through websites like My.BarackObama.com, effective use of social media and online video, and record-breaking small donor fundraising. These innovative digital approaches helped energize young voters and build enthusiasm that resulted in Obama becoming the first African American president.
The document discusses Barack Obama's highly effective 2008 presidential campaign branding and marketing strategy. It highlights how Obama's campaign utilized new technologies and social media to energize and organize supporters. This grassroots approach allowed the campaign to build a large community of engaged volunteers and small donors, which helped Obama win the Democratic nomination and ultimately the presidency.
Barack Obama ran a highly successful web-based campaign strategy in 2008. He recruited a team of top digital experts to run his online operations. His campaign maintained a strong online presence across 15+ social networks and websites to engage supporters and spread his message widely. Obama empowered supporters to create and share content, generating billions of views and millions in donations. In contrast, John McCain's campaign lacked an effective online strategy. As a result, Obama was able to mobilize more supporters and raise more money online, contributing to his victory in the 2008 presidential election.
This document summarizes campaign financing trends in the 2012 US presidential election. It notes that the 2008 election set fundraising records at $6 billion total. President Obama raised over $6.5 million for his 2008 campaign, with $6 million coming from donations less than $100. The document attributes Obama's fundraising success to his innovative use of social media and the internet to engage supporters and micro-donors. However, it also notes that the rise of Super PACs in 2012 likely reset campaign financing, with more money coming from large donations to outside groups rather than small donors.
Barack Obama's 2008 presidential campaign set unprecedented standards for online campaigning and fundraising. With no established donor or voter base, the campaign used innovative digital tactics like social media marketing, online fundraising, email communications, and video to build grassroots support. This allowed Obama to raise $500 million with an average donation of over $200 from more than 3 million individual donors. Through the campaign website, Obama inspired and mobilized tens of millions of supporters to donate, volunteer, and turn out voters, leading to his historic election as the first African American president.
The document discusses how social media has become an important tool for political campaigns. It examines platforms like Twitter, Facebook, YouTube, and social polling apps that allow politicians to communicate with voters in real-time, fundraise, advertise, and gauge public sentiment in an inexpensive way. Barack Obama's 2008 and 2012 presidential campaigns masterfully used these new methods to cultivate grassroots support and increase voter engagement. Looking ahead, the future of political social media involves new trends like using Twitter to influence national policy debates and the rise of platforms that give voters more direct control over nominating candidates.
This presentation explains the reason behind the success of Obama in winning the second term.It talks about how social media can be fully utilized to promote a product or a service.
This presentation explores big data and its growing importance in winning and predicting future elections. In addition to this, controversies surrounding the intense use and analysis of personal data and the transition from viewing voting blocks as groups made of of individuals to individuals who are, by default, part of a group.
Obama has already succeeded in changing the way strategists think about engineering electoral victory. But, the lessons learned from his campaign won’t just be applied to future elections. Nor will they be limited to governing how the president relates to the American people. By combining social media and micro-targeting in the manner that it did, the campaign revealed force multipliers that are already being adopted by advocacy groups pushing their own issue agendas.
Political blogging began in the 1990s and grew after 9/11 as people sought information and to express opinions. By 2004, 9% of Americans visited political blogs. Barack Obama's 2008 presidential campaign pioneered social media use, creating over 5 million supporters on sites like Facebook and Twitter. Obama had over 3 times as many social media supporters as John McCain and raised over twice as much money. Recently, internet users and websites protested internet regulation bills through social media organizing, convincing lawmakers to change positions quickly. Social media now allows regular people strong political voices and impacts policy debates.
Social Media and the U.S. Election: Producing the CampaignJanelle Ward
slides from October 29, 2012, the second session of the course Social Media and the U.S. Election. The course is taught by Janelle Ward and hosted by the John Adams Institute in Amsterdam, the Netherlands.
Com300 Discussion Leader; group 3 week 7sliidesavvy
1) Obama's presidential campaign successfully utilized social media and the internet to engage voters and raise funds.
2) The campaign created over 1,800 YouTube videos that received over 50 million views and directly communicated with over 68 million voters through their website.
3) Obama maintained profiles on major social networks like Facebook, Twitter, and YouTube to connect with voters online and help create a grassroots campaign.
A look back at some of the social media tools and techniques used by Barack Obama to highlight lessons learned and opportunities to build a stronger community online. Compiled after the November 2008 election.
Barack Obama ran one of the most sophisticated presidential campaigns in history by segmenting and targeting voters across multiple demographics and behaviors. He targeted youth through social media, mobile ads, and issues important to students. Obama targeted specific racial and ethnic groups by running ads in their languages and visiting communities important to them. Locally, the campaign customized ads and visited important areas and battleground states. Overall, Obama targeted voters across diverse channels and messages to build enthusiasm and support across broad demographic and regional groups.
Politics And Social Media - How the Democratic Party Won in 08'iburt
The document discusses Barack Obama's use of social media and data in his successful 2008 presidential campaign. It outlines how the campaign utilized tools like MyBarackObama.com, blogs, and social networks to engage volunteers, register voters, plan events, and fundraise. This integrated approach, combined with centralized voter and donor data, helped Obama solidify wins in key states and raise over $427 million. Social media was used as a tool to drive action, conversation, and build Obama's brand by relating directly to voters.
When Jim Messina arrived as Obama's campaign manager in 2011, he mandated decisions be based on data. The campaign collected over 80 data points on voters and used analytics to build profiles. They tested strategies through computer simulations run daily. Based on analysis, they targeted fundraising, ads, volunteers and messages. This data-driven approach helped Obama identify and mobilize supporters, raising $1 billion and re-electing the president in 2012.
The document discusses how social media and new technologies were used in Barack Obama's successful 2008 presidential campaign. It profiles some key people behind the campaign's social media strategy, including Thomas Gensemer who created the campaign website BlueStateDigital.com, Meredith Segal who started the Students for Obama Facebook group, and Chris Hughes who helped launch BarackObama.com and BarackOmaha.com. The campaign harnessed new technologies like their iPhone app and social networks to engage supporters and raise funds.
Role of Advertising in the 2008 U.S. Presidential Campaigns
Evan Tracey – President,
TNS Media Intelligence/Campaign Media Analysis Group
The Advertising Research Foundation
Este documento presenta una agenda para una sesión sobre introducción al e-commerce y comercio digital. La sesión cubrirá las diferencias entre e-commerce y comercio digital, modelos de negocio B2B y B2C, ejemplos exitosos y el tamaño de la oportunidad en México y Latinoamérica. El documento también incluye la biografía del presentador.
El documento habla sobre la experiencia del consumidor y la importancia de ofrecer experiencias memorables para los clientes. Menciona que la experiencia del consumidor depende de las interacciones que tiene con la marca a través de sus diferentes puntos de contacto y que estas experiencias moldean la percepción de la marca. También resalta la necesidad de que las marcas vayan más allá de las expectativas de los clientes para generar recomendaciones positivas.
taller de Contenidos Univ. Iberoamericana Sept 2021Moises Cielak
Este documento presenta la biografía y experiencia profesional de Moisés Nathán Cielak. Detalla su formación académica, que incluye doctorados, maestrías y licenciaturas en varias universidades. También describe su experiencia laboral como director de agencias de marketing digital, editor jefe, director de comunicaciones y director de marketing digital para la campaña presidencial de Barack Obama en 2008. Finalmente, indica que actualmente es consultor y coach profesional.
Este documento resume el quinto módulo de un diplomado sobre desarrollo de habilidades para gerentes y ejecutivos de ventas. El módulo se enfoca en analizar los conceptos de motivación, logro y auto desempeño, y cómo estos afectan los resultados en ventas. El módulo incluye temas como tipos de motivación, teorías de motivación, la ventana de Johari y cómo mejorar la comunicación en equipos.
Este documento contiene varios consejos sobre comunicación en tiempos de crisis. Enfatiza la importancia de ser consistente y perseverante, y que la actitud es más importante que la habilidad. También recomienda desarrollar una estrategia de respuesta que se mantenga a lo largo del tiempo, informe sin ocultar hechos y sea expresada con rapidez y sencillez.
Moisés Cielak tiene experiencia en marketing, relaciones públicas y comunicaciones. Ha trabajado para agencias como Ogilvy y dirigió la campaña de Obama en 2007. Actualmente es socio fundador de una agencia de marketing y relaciones públicas. Imparte clases sobre marketing, comunicación y relaciones públicas.
Este documento presenta información sobre estrategias de marketing en redes sociales. Incluye definiciones de términos clave como "social media" y "social media marketing". Explica el proceso de social media marketing, incluyendo objetivos, canales, implementación y análisis. También cubre temas como la planeación de contenido, consideraciones para diferentes plataformas como Facebook, y métricas para medir el éxito de las campañas.
Por qué usamos el Comercio Electrónico en MéxicoMoises Cielak
Este documento presenta los resultados de una encuesta a consumidores y empresas sobre sus experiencias con el servicio al cliente y la resolución de conflictos. Los principales hallazgos incluyen: 1) El 42% de los consumidores tuvieron un conflicto con una empresa confiable en el último año; 2) Aunque el 89% de las empresas dicen estar satisfechas con su capacidad para resolver conflictos, solo el 28% de los consumidores sintieron que su conflicto se resolvió muy efectivamente; 3) Los jóvenes, los hogares afluentes y los consumid
El documento ofrece pasos para escribir un texto de calidad, incluyendo elaborar un borrador, revisar el tipo de texto, sentido, vocabulario, ortografía, puntuación y sintaxis, y crear una versión final. Se recomienda revisar que el texto tenga la intención propuesta, el formato correcto y todas las partes de su estructura. Asimismo, se deben revisar el orden de la información, eliminar datos innecesarios y agregar conectores. Finalmente, se aconseja una lectura crítica ad
Redes sociales cem agosto 3 2019 studentMoises Cielak
El documento presenta información sobre estrategias de marketing en redes sociales. Explica el perfil profesional del community manager, incluyendo habilidades como buena ortografía, conocimiento de marketing y redes sociales. También describe las funciones de un community manager como crear contenido, publicar en redes sociales, escuchar comentarios y hacer crecer la comunidad. Finalmente, resalta que las redes sociales son una herramienta para promocionar productos y captar clientes.
El documento contiene información sobre cómo hacer buenas presentaciones. Proporciona consejos como mantener el texto en tamaños de fuente grandes y legibles desde una distancia de dos metros, mantener el diseño sencillo con una paleta de colores limitada, usar máximo 6 líneas y 7 palabras por línea, incluir gráficos y tablas simples en lugar de ilustraciones complejas, y evitar efectos de sonido y animaciones que distraigan la atención de la audiencia. El objetivo es entregar el mensaje de manera clara y efectiva
Este documento presenta una introducción a un taller sobre liderazgo digital. Se discutirán tres temas clave: habilidades, conjunto de herramientas y mentalidad. El taller enseñará habilidades para liderar proyectos grandes con eficiencia y madurez utilizando herramientas digitales. También cubrirá las actitudes necesarias para inspirar la creatividad y encontrar soluciones innovadoras.
Este documento presenta información sobre la planificación del marketing de medios sociales. Explica el ciclo de planificación, que incluye escuchar a la audiencia, establecer objetivos, desarrollar estrategias, implementar tácticas y medir resultados. También describe cómo definir un público objetivo utilizando "personas" y cómo vincular objetivos con acciones medidas para lograr resultados deseados como aumentar las ventas. El objetivo general es proporcionar una guía sobre cómo desarrollar un plan de marketing de medios sociales efectivo.
Hino 5 mucho mas que publicidad magia cielakMoises Cielak
El documento presenta una serie de diapositivas de una presentación sobre publicidad y promoción. La presentación cubre temas como la evolución de los medios y consumidores a través de los años, el papel creciente de los consumidores en la era digital, y diferentes estrategias y técnicas de publicidad como el uso de emociones, medios, y métricas. El objetivo parece ser analizar el rol de la publicidad en la comunicación con el mercado y discutir cómo las marcas pueden adaptarse a los cambios en el panorama mediático.
Este documento presenta una introducción a Google Analytics y cómo puede ayudar en el marketing digital. Explica conceptos básicos como páginas vistas, sesiones de usuario y tasa de rebote. Además, describe los diferentes informes que ofrece Google Analytics para entender el comportamiento de los usuarios, fuentes de tráfico, rendimiento de contenido y objetivos de conversión. Finalmente, cubre temas como atribución multi-canal y cómo integrar Google Analytics con Google AdWords.
The document discusses using conjoint analysis to determine customer preferences and willingness to pay for different product attributes. It provides an example of conducting a conjoint analysis for a new mango juice product. Respondents ranked their preferences for combinations of attributes like ingredient, brand and price. Their rankings were then used to calculate part-worth utilities that quantify the value customers place on each attribute level. These utilities can help set optimal prices by accounting for how customers perceive and trade off different product features.
The document discusses how companies can use price promotions effectively. It explains that price promotions segment customers by price sensitivity, increasing sales by attracting brand switchers and growing the market. Well-designed promotions are targeted, temporary, and special to minimize drawbacks like reducing customers' willingness to pay full price. Common examples include coupons, rebates, and sales. Companies should evaluate promotions based on costs, redemption rates, and whether sales increases exceed costs.
Price segmentation involves charging different prices to different customer groups. It allows firms to improve profitability by setting higher prices for customers with a higher willingness to pay, while also capturing larger volumes from customers willing to pay less. For price segmentation to be effective, products must have limited transferability between segments. Segmentation hedges are also used to separate customer groups and prevent those willing to pay more from purchasing at lower prices.
Chpt 05 psychological influences on price sensitivityMoises Cielak
The document discusses various psychological factors that influence customers' perceptions of price sensitivity. It explains that purely quantitative pricing methods are insufficient as value is subjective. It explores how the human brain acts as a predictive machine and relies on heuristics. Several behavioral effects that can decrease price sensitivity are described, including the shared cost effect, switching costs, expenditure effect, and difficult comparison effect. Specific influences like prices ending in 9 and fairness perceptions are also covered. The document advocates understanding customer decision biases rather than attempting to correct behavior.
This document discusses pricing strategies and positioning products on a price-value map. It begins by outlining an agenda covering key concepts like value-advantaged vs. value-disadvantaged positioning and responses from competitors to new product launches. Examples are given of using various techniques like exchange value modeling and conjoint analysis to map how customers perceive the price and benefits of different offerings. Factors that can influence perceptions of price and value like product attributes, elasticity, and market segmentation are also examined. The document aims to provide a strategic framework for relating price to customer value.
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EV Charging at MFH Properties by Whitaker JamiesonForth
Whitaker Jamieson, Senior Specialist at Forth, gave this presentation at the Forth Addressing The Challenges of Charging at Multi-Family Housing webinar on June 11, 2024.
Implementing ELDs or Electronic Logging Devices is slowly but surely becoming the norm in fleet management. Why? Well, integrating ELDs and associated connected vehicle solutions like fleet tracking devices lets businesses and their in-house fleet managers reap several benefits. Check out the post below to learn more.
Charging Fueling & Infrastructure (CFI) Program by Kevin MillerForth
Kevin Miller, Senior Advisor, Business Models of the Joint Office of Energy and Transportation gave this presentation at the Forth and Electrification Coalition CFI Grant Program - Overview and Technical Assistance webinar on June 12, 2024.
Charging Fueling & Infrastructure (CFI) Program Resources by Cat PleinForth
Cat Plein, Development & Communications Director of Forth, gave this presentation at the Forth and Electrification Coalition CFI Grant Program - Overview and Technical Assistance webinar on June 12, 2024.
Charging and Fueling Infrastructure Grant: Round 2 by Brandt HertensteinForth
Brandt Hertenstein, Program Manager of the Electrification Coalition gave this presentation at the Forth and Electrification Coalition CFI Grant Program - Overview and Technical Assistance webinar on June 12, 2024.
Expanding Access to Affordable At-Home EV Charging by Vanessa WarheitForth
Vanessa Warheit, Co-Founder of EV Charging for All, gave this presentation at the Forth Addressing The Challenges of Charging at Multi-Family Housing webinar on June 11, 2024.
Understanding Catalytic Converter Theft:
What is a Catalytic Converter?: Learn about the function of catalytic converters in vehicles and why they are targeted by thieves.
Why are They Stolen?: Discover the valuable metals inside catalytic converters (such as platinum, palladium, and rhodium) that make them attractive to criminals.
Steps to Prevent Catalytic Converter Theft:
Parking Strategies: Tips on where and how to park your vehicle to reduce the risk of theft, such as parking in well-lit areas or secure garages.
Protective Devices: Overview of various anti-theft devices available, including catalytic converter locks, shields, and alarms.
Etching and Marking: The benefits of etching your vehicle’s VIN on the catalytic converter or using a catalytic converter marking kit to make it traceable and less appealing to thieves.
Surveillance and Monitoring: Recommendations for using security cameras and motion-sensor lights to deter thieves.
Statistics and Insights:
Theft Rates by Borough: Analysis of data to determine which borough in NYC experiences the highest rate of catalytic converter thefts.
Recent Trends: Current trends and patterns in catalytic converter thefts to help you stay aware of emerging hotspots and tactics used by thieves.
Benefits of This Presentation:
Awareness: Increase your awareness about catalytic converter theft and its impact on vehicle owners.
Practical Tips: Gain actionable insights and tips to effectively prevent catalytic converter theft.
Local Insights: Understand the specific risks in different NYC boroughs, helping you take targeted preventive measures.
This presentation aims to equip you with the knowledge and tools needed to protect your vehicle from catalytic converter theft, ensuring you are prepared and proactive in safeguarding your property.
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How did Obama make it to
Presidency
By Moises Cielak, key researcher
CASE STUDY OF EFFECTIVENESS
THE BARACK OBAMA CAMPAIGN
BRAND Barack Obama
CAMPAIGN US Presidential 2008
LAUNCH January 2007
CATEGORY Politics
RESEARCH Moises Cielak et al, Paul van Veenendaal, SMM Wizard & Author ViralBlog.com
STORY Igor Beuker, Founder Grupo LaComunidad & Author ViralBlog.com
CREDITS All credits go to Barack Obama and his campaign team
DATE 29 January 2009
TODAY’S PROGRAM
IT’S A NEW DAY
OBAMA New School Marketer
ARCHITECTURE Brand Interaction
LACOMUNIDAD Why We Love Obama
CAMPAIGN Insights & Details
FUNDRAISING Show me the money, Moises Cielak et al.
UGC Examples
Q&A Peer Learnings
advertising never
started a movement
Barack Obama The New School Marketer
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Brand Interaction Brand Interaction
Brand Interaction
Brand Interaction
Triple Play Proposition
LaComunidad creative brand interaction agency
ViralTracker video tracking power technology
SocialMedia8 social media marketing agency
Grupo LaComunidad is part of WPP’s global network per March 2008
About Grupo LaComunidad
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Brand Interaction Strategies
Social
Communities
Seeding
Feeding
Weblog Forum Quiz
Participation, engagement and advocacy: peers and friends will spread the brand’s message
Legend
Free viral
dynamics
Post registration
viral dinamics
new future brand offerings
Niche Community connected
to campaign liking
Rating
Video
Contest
Sign
up
View
Video
Custom
Video
Webi
Sodes
Post
Micro Site / iHub Tune-in
Opt-in
Viral Video Tracking
Social Media Marketing Programs
Influencer Identification
Research & Outreach
Brand Teams &
Fan Programs
Conversational &
Buzz Tracking
Natural Seeding &
Social Media Optimization
Strategic Social Media
Planning & Buying
Community Building &
Product Peer Groups
Social Channels &
Viral Widgets
Paid Seeding & Social
Media Advertising
Triple Play Proposition
VIRAL
VIDEO
SOCIAL
MEDIA
PLANNING
NATURAL
SEEDING
REALLY
VIRAL? REPORT
PAID
SEEDING
NO
YES
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Road to Democratic Nomination (1)
To become the Democratic nominee for president, a candidate needs to capture 2,026 delegate votes.
• In the fall of 2007, the DNC said it would not count Florida and Michigan’s pledged delegates
because the states violated party rules by scheduling their primaries prior to February 5
• The Democrats had 26 debates, nearly all more than one hour long, and all but one of them with
both Hillary Clinton and Barack Obama.
• December 2007, Oprah endorses Barack Obama
• January 3, 2008: Iowa caucus – Obama wins
• Biden & Dodd drops out on January 3, 2008: get less than 1%
• January 8: New Hampshire Primary – Clinton cries & wins
• Richardson drops out on January 10, 2008 after lackluster showings in the first primary and caucus
contests
• January 15 & 19: Clinton wins Michigan Primary & Nevada Caucus
• Kucinich drops out on Thursday, January 24, 2008
• January 26: South Carolina – Obama wins
• January 30: John Edwards drops out
Road to Democratic Nomination (2)
To become the Democratic nominee for president, a candidate needs to capture 2,026 delegate votes.
• Obama receives endorsement of Caroline Kennedy and Ted Kennedy
• Wil.i.am releases “Yes We Can Song” on February 2, 2008; viewed 50+ million times to date!
• Super Tuesday, February 5, 2008. Obama wins 13 of 22 states: Alabama, Alaska, Colorado, Connecticut,
Delaware, Georgia, Idaho, Illinois, Kansas, Minnesota, Missouri, North Dakota, and Utah.
• Obama wins 11 states in a row! Louisiana, Nebraska, Washington State, Virgin Islands, Maine, District
of Columbia, Maryland, Virginia, Wisconsin, Hawaii & Vermont.
• Clinton’s 3 AM commercial backfires – girl in ad is Obama supporter
• March 2008, Mike Gravel drops out
• Clintons wins Texas, Ohio and Rhode Island; Obama wins Wyoming and Mississippi
• Obama disavows Reverend Wright – “A More Perfect Union” in Philadelphia (viewed 7M on YouTube)
• CBS Broadcasting caught Hillary lying about her trip to Tuzla, Bosnia, in 1996.
• Obama wins Guam, North Carolina, Oregon & Montana & Edwards’ delegates & Superdelegates
• June 5, 2008, Obama wins Democratic nomination 2229.5 vs 1896.5 delegates
Democratic Polls: Obama vs Clinton Democratic & Republican Candidates & Web 2.0
Comparing Candidates: Engagement and Participation
Number of Opportunities to Engage and Participate on Web sites
June 2007
Blogs on Candidate Web sites
Grassroots activity by Candidate
Presidential Candidates on MySpace
8. 25/11/16
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THE OBAMA STRATEGY
Presidential Marketing Campaigns
Barack Obama John McCain
Marketing messages “Hope”, “Change we can believe in” “Country first”, “The original maverick”
Offline marketing
channels
TV, radio, print (including candidate’s
books), direct mail
TV, radio, print (including candidate’s
books), direct mail
Online marketing
channels
E-mail, display, organic and paid search,
in-game advertising, mobile, social media
E-mail, display, organic and paid search,
social media
Budget $150 million in Sept 2008 alone $ 84 million (public funds)
Marketing strategies Energize young voters; spread optimism
and hope; emphasize McCain’s similarities
to Bush
Energize the right wing; attack Obama’s
weaknesses; emphasize experience and
military service
The Presidential Election ‘08
• The most expensive in US history!
• More voters than ever before
• Largest age gap between Democratic and Republican candidate ever
• Strewn with controversy
• Internet and video become major factors
Obama’s 50 State Strategy (1)
• A fifty state strategy is a political strategy which aims for progress in all states of the United States
of America, rather than conceding certain states as "unwinnable".
• Obtain 270 Electoral votes
• Soldify wins in Nevada, Colorado, New Mexico and Florida
• Keep every state won by Kerry in the 2004 election
• Top priorities in battleground states
- Voter Registration
- Helping elect Democrats down the ballot
- Build grassroots organization in every state
• Going up in television early in Alaska, Colorado,
Georgia, Indiana, Michigan, Iowa, Missouri, Montana,
Florida, Nevada, New Hampshire, New Mexico, North
Carolina, North Dakota, Ohio, Pennsylvania, Wisconsin,
Virginia
• Stick with issue spots vs McCain’s attack spots
Install confidence within the people
Use attack spots only in states with very small margins
• Focus on small donations
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My.barackobama.com allows users to join groups, connect with other users, plan events, raise
money, write own blogs and volunteer. Basic tools for grassroots organizing at your fingertips!
My. BarackObama.com – Dashboard My. BarackObama.com – Activity index
My. BarackObama.com – Personal Fundraising My. BarackObama.com – Event finder
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Innovations – Fight The Smears Innovations – In-game advertising
For weeks Obama ran in-game ads in 18 games such as Burnout Paradise for the
Xbox 360 across 10 battleground states. The Obama campaign paid Massive
Incorporated $44,465.78 for online advertising in early October.
Obama Everywhere
• Obama has gained 5 million supporters in other
social networks.
• Obama maintained a profile in more than 15 online
communities, including BlackPlanet, a MySpace for African
Americans, and Eons, a Facebook for baby boomers.
• On Facebook, where about 3.2 million (during the campaign)
signed up as his supporters, a group called Students for
Barack Obama was created in July 2007.
• It was so effective at energizing college-age voters that
senior aides made it an official part of the campaign the
following spring.
• And Facebook users did vote: On Facebook's Election
2008 page, which listed an 800 number to call for voting
problems, more than 5.4 million users clicked on an
"I Voted" button to let their Facebook friends know that
they made it to the polls.
My.BarackObama.com Statistics
• On MyBarackObama.com, Obama's own social network,
2 million profiles were created
• In addition, 200,000 offline events were planned
• About 400,000 blog posts were written
• And more than 35,000 volunteer groups were
created - at least 1,000 of them on Feb. 10, 2007,
the day Obama announced his candidacy
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McCain vs Obama on the web (1)
Engagement and Participation
• During the primary-election examination, the Obama Web site focused heavily—more than that of
any other candidate from either party—on engaging supporters and motivating them to turn their
enthusiasm into on-the-ground, grassroots activities
• Both campaign websites offer two ways of facilitating user engagement—allowing people to
communicate with the campaign, personalize their own pages, and sign up to receive information
updates
• For most of the summer, however, many of these features on the McCain site were not yet
operational. They are now up and running.
• The McCain website offers customization tools through “McCainSpace,” a feature advertised as early
as 2007 but not fully functioning until August of 2008. As late as August 1, the only option was to
create a personal page—and even that was still not really working. That page displayed only a
generic note that the page was “under construction” and they would notify us when it went live.
• As that page went live, McCainSpace also launched additional customization features. Users can
now post McCain videos, pictures and blogs to their home pages, and with a few clicks send any of
that material out to users of 25 different social networking sites.
McCain vs Obama on the web (2)
Engagement and Participation
• Both candidate websites offer targeted information to people of different demographic groups.
Both websites offer RSS feeds and let users sign up to e-mail updates. Since the primary season,
Obama has added mobile phone text updates to his list of delivery options. Neither candidate offers
podcasts of campaign information, something only a few candidates offered during the primary
season.
McCain’s missteps: astroturfing
Asking supporters to cut and paste talking points into blog comment threads in
exchange for prizes? Its bribing, not authentic and undermines what social media
are all about. See www.womma.org for Word Of Mouth Marketing Code of Conduct!
Hope. Change. Action
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Obama YouTube Channel McCain YouTube Channel
YouTube
Obama McCain
Videos 1,827 330
Views 120,479,084 25,995,773
Subscribers 149,258 28,343
Special features of
YouTube page
Contribute to campaign via Google
Checkout; link to YouTube page on
barackobama.com
Find events; host events
Politicians on YouTube
YouTube Politicians Top 10: 4,496 videos generate 189,011,052 clip views!
YouTube Views
Barack Obama
John McCain
Ron Paul
Mike Huckabee
Mitt Romney
John Edwards
Barack Obama
Ron Paul
Mitt Romney
Dennis Kucinich
Rudy Giuliani
0 500 100015002000
# of Videos
# of Videos
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Presidential Race Online Video Summary
• Barack Obama attracted more female
viewers
than John McCain
• Barack Obama is pulling in more younger
viewers while McCain is pulling in a slightly
older bunch which is to be expected.
• Barack Obama has over 300 Millions more
clip views than McCain
Facebook
Facebook Statistics
Official Obama McCain
Members/Supporters in
largest group
5,066,446* 583.518*
Number of Wall posts 572,383 none
Special features of
profile page**
Videos, find out where to
vote, register to vote
none
* Unofficial group ‘One Million for McCain/Palin’ has 200,251
members
Unofficial group ‘One Million Strong for Barack’ has 986,470
members
** Beyond basics like Posted Items, Events, Discussion, Wall posts
Data from February 4, 2009
LinkedIn
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Flickr MySpace
Obama has more MySpace friends: nearly 6-to-1
Twitter <3 Obama
• With 109,892 followers, Obama is the #1 Twitterholic
• McCain with 4,402 followers doesn’t break the top 100
Online Advertising Obama
Search
• The Obama campaign spent $3.5 million on Google search in October 2008 alone.
• Yahoo collected $673,000 during the same month.
Social Networks
• The campaign spent $467,000 on Facebook in 2008, including $370,000 in September 2008.
• $61,000 went to Black Planet.
• Only $11,000 went to MySpace spending in 2008.
Media
• $138,000 went to BET.com
• Time Warner spending totaled $337,000 before October.
• Politico, $145,000
• WashingtonPost, $100,0000.
• NBA.com, $21,000 in September 2008
• Weather Channel, $108,000 all year.
• Through ad network Centro, the campaign spent $630,000 on local TV and newspaper Web sites
before October. Another $100,000 went through Cox.
Ad networks:
• The campaign spent $600,000 in 2008 on Advertising.com, Collective Media, Undertone Networks,
Burst Media, Quigo, DrivePM, Pulse360, Specific Media, and online video networks Broadband
Enterprises and Tremor Media.
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30 minute TV Commercial Text Messaging & Mobile
• A million people signed up for Obama's text-messaging
program
• On the night Obama accepted the Democratic nomination
at Invesco Field in Denver, more than 30,000 phones
among the crowd of 75,000 were used to text in to join
the program
• Supporters on average received 5 to 20 text messages
per month, depending on where they lived -- the program
was divided by states, regions, zip codes and colleges –
and what kind of messages they had opted to receive.
• On Election Day, every voter who'd signed up for alerts in
battleground states got at least 3 text messages
E-mail
• Obama's opt-in e-mail database contains upwards of 13 million
addresses
• Over the course of the campaign, aides sent more
than 7,000 different messages, many of them
targeted to specific donation levels (people who gave
less than $200, for example, or those who gave more
than $1,000).
• In total, more than 1 billion e-mails landed in inboxes.
• Four years ago, Sen. John F. Kerry had 3 million
e-addresses on his list; former Vermont governor
Howard Dean had 600,000.)
iPhone Application
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3.0 million contributors
6.5 million online donations
93% less than $100
$80 Average online donation
$500 million raised online
Fundraising over Time: Obama vs McCain
Fundraising Barack Obama
Average Spent per Vote
Raised $532,946,511
Spent $513,557,218
69,447,084 = $7.39 per vote
(source: Wikipedia)
(source: OpenSecrets.org)
Fundraising John McCain
Average Spent per Vote
Raised $379,006,485
Spent $346,666,422
59,925,610 = $5.78 per vote
(source: Wikipedia)
(source: OpenSecrets.org)
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Media Breakdown Obama vs McCain
VOTER GENERATED CONTENT
Hillary 1984
Vote Different
http://www.youtube.com/watch?v=6h3G-lMZxjo
Obama Girl
"I Got a Crush...On Obama" By Obama Girl
http://www.youtube.com/watch?v=wKsoXHYICqU
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Tina Fey
Sarah Palin aka Tina Fey on SNL
http://www.youtube.com/watch?v=Jukzu_dMuPk
Paris Hilton For President
Paris Hilton Responds to McCain Ad
http://tinyurl.com/parishiltonadvert
Will.i.am - Yes We Can
Yes We Can - Barack Obama Music Video
http://www.youtube.com/watch?v=jjXyqcx-mYY
Wassup 2008
Wassup 2008
http://www.youtube.com/watch?v=Qq8Uc5BFogE
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Obama vs McCain Dance Off
Obama and McCain - Dance Off!
http://www.youtube.com/watch?v=wzyT9-9lUyE
YouBama.com
Obamacon Me
• Have a clear goal, organise and plan ahead
• Be positive and optimistic
• Project success before you’ve made it
• Be proud of where you’ve come from
• Embrace new technology, go to where people are and on their terms
• Be inclusive & unifying and create a sense of shared involvement
• Create advocates & empower them to spread the word
• Don’t be afraid to ask for commitment
• Obsess about the detail & use it to have an honest dialogue
• Be relevant and local
• Speak your mind and assert what you believe
• …and keep it simple (“Yes We Can” vs “Just Do It”)
What can Brands learn from Obama?
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10 Reasons Obama is The Man!
• He looks cool on T-shirts
• He inhaled and we quote “That was the point”
• Opposed invading Iraq before it became fashionable
• He can BALL
• What’s the alternative? McCain? I love my Grandpa too, but seriously, President
Grandpa?
• Michelle Obama is smarter than the last President & VP combined (and cuter)
Princeton University, Harvard Law School, Assistant to the Mayor in Chicago, VP of U of Chicago Hospitals
• He can spell D-I-P-L-O-M-A-C-Y (that’s a start)
• His campaign is financed by THE PEOPLE – 3,000,000 individuals contributed and that
ain’t bad (most ever)
• He can remember the difference between Shiites and Sunnis
Brands That Have Embraced The Obama Way
Starbucks A Social Media Marketing Program
0. Brand Assessment within the Social Space
(track conversations about brand, products, services, competitor)
1. Identification of Social
Influencers
(identify right people
on the right topics)
2. Outreach to
Social Influencers
(invite them to participate in online
community)
3. Turn Influencers into
Brand Advocates
(build online community and engage influencers)
Grey = one off activity
Green = community building and ongoing eCRM (optional)
Orange= ongoing activity (i.e. 4 to 6 reports per year)
4. Full Year Conversational Tracking Program
(track conversations, sentiment, insights on brands, products, services in target markets)
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Campaigns And Program
social media marketing campaign supports: product launch 1
social media marketing program supports: brand revitalization process
social media marketing campaign supports: product launch 2
smm campaign supports: product launch 3
smm campaign supports: product launch 4
Time
Product launch 1 Product launch 2 Product launch 3 Product launch 4
The Impact Of SMM Programs
Change? If Obama Can… You Can!
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THANK YOU FOR YOUR ATTENTION
LET’S DRINK, LISTEN AND SHARE
CONNECT Paul van Veenendaal paul@socialmedia8.com
CONNECT Moises Cielak moises@academiadeinfluenciadigital.com